The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
권호 표지
DOI QR코드

DOI QR Code

Influence of consumer attitudes toward fashion art marketing on purchase intention

패션 아트마케팅에 대한 소비자 태도가 구매의도에 미치는 영향

  • Received : 2014.09.15
  • Accepted : 2015.05.20
  • Published : 2015.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

This study analyzed consumers' awareness, preference levels, and effect expectations in relation to fashion art marketing according to the types of such marketing (collaboration between fashion and art in fashion products, called product collaboration; sponsorship for art foundation; artist sponsorship; collaboration for the design of a space/store/display; ad/promotional film collaboration). The study also investigated the influence of consumers' attitudes toward fashion art marketing with respect to purchase intention. The study was implemented through a descriptive survey method. The sample consisted of 342 men and women between the ages of 20 and 45. The data were analyzed by factor analysis, one-way ANOVA, and multiple regression analysis. The results revealed that there are significant differences in consumers' awareness and effect expectations in relation to fashion art marketing according to the types of fashion art marketing activities. While no differences were found in preference levels according to the type of fashion art marketing, all the types of art marketing showed overall high levels of preference. The collaboration between fashion and art in fashion products, which had the highest awareness, also showed the highest expected effect. In all the types of fashion art marketing, consumers' attitudes had a significant influence on purchase intention. In cases of sponsorship for an art foundation, artist sponsorship, collaboration for the design of a space/store/display, and ad/promotional films, consumers' effect expectations had the most significant influence on purchase intention, followed by preference and awareness level. These results could be used to provide appropriate proposals to fashion brands when they plan to set up an art marketing strategy.

Keywords

References

  1. Bum, S. K. (2012, November 19). Art collaboration. Naver cast. Retrieved November 19, 2012, from http://www.navercast.naver.com
  2. Choi, H. J. (2013). A study of art infusion effect on the fashion products according to self-monitoring and the luxury level of fashion brands. Unpublished master's thesis, Sungkyunkwan University, Seoul, Korea.
  3. Hagtvedt, H., & Patrick, V. (2008). The influence of art infusion on the perception and evaluation on consumer products. Journal of Marketing Research, 45(3), 379-389. https://doi.org/10.1509/jmkr.45.3.379
  4. Hong, M. J. (2008). Research on art-marketing activity of fashion industry: Analysis on cases of artmarketing by international fashion industries and recognition by customers. Unpublished master's thesis, Kookmin University, Seoul, Korea.
  5. Hong, S. S., & Hwang, C. S. (2013). A case study of art marketing in fashion brand. Journal of Distribution Science, 11(11), 19-32. https://doi.org/10.13106/jds.2013.vol11.no11.19.
  6. Hyun, S. E., & Park, S. Y. (2011). The impact of exposure to positive and negative information on brand evaluation after considering brand knowledge: Product category differences. Journal of Commodity Science, 29(1), 45-54.
  7. Joo, S. H., & Koo, D. M. (2012). The effect of curiosity and need for uniqueness on emotional responses to art collaborated products including moderating effect of gender. Asia Marketing Journal, 14(2), 97-125.
  8. Jung, G. S. (2010). A case study for the development of emotional design that incorporates art marketing. Unpublished master's thesis, University of Seoul, Seoul, Korea.
  9. Jung, J. K. (2006). An influence of cultural marketing on corporate image, social responsibility and business ethics. Unpublished master's thesis, Sookmyung Women's University, Seoul, Korea.
  10. Kan, H. S. (2008). A study on the cultural traits of collaboration in the contemporary fashion. Unpublished doctoral dissertation, Sungkyunkwan University, Seoul, Korea.
  11. Kim, D. J. (2011). Effects of support nature, public benefit. Journal of Korean Association of Arts Management, 23(1), 575-590.
  12. Kim, H. J. (2011). A study on art marketing strategy of luxury fashion brand through Contemporary art: Focusing on best practice brand LOUIS VUITTON, HERMES, PRADA. Unpublished master's thesis, Ewha Womans University, Seoul, Korea.
  13. Kim, J. H. (2009). The effect of the ad with art image on the consumers' response. Journal of PR Research, 13(1), 97-122.
  14. Kim, J. S. (2005). Research on consumer attitude of collaboration strategy according to brand image. Unpublished master's thesis, Ewha Womans University, Seoul, Korea.
  15. Kim, J. S., & Choi, H. L. (2009). The study of the effect of brand awareness level and perceived price level of sport shoes on customers' perception and purchase intention. Journal of Commodity Science, 27(1), 143-156.
  16. Kim, S. H. (2012). Influence of art marketing on customer attitude: Comparing hedonic product and utilitarian product. Unpublished master's thesis, Hongik University, Seoul, Korea.
  17. Kim, S. J. (2009). The effect of the advertising with art infusion. Unpublished doctoral dissertation, Dong-A University, Busan, Korea.
  18. Kim, Y. M., & Kang, B. S. (2012). A study on the characteristics of art marketing observed in contemporary fashion. Journal of Korean Society of Basic Design & Art, 13(2), 100.
  19. Lee, B. R. (2010). Comparison of customer preference between domestic brands and licensed brands-based on utilitarian products and hedonic products. Unpublished master's thesis, Ajou Univerity, Suwon, Korea.
  20. Lee, H. W. (2011). The present state and effect of brand design management through art collaboration. Journal of Arts Management and Policy, 19, 123-147.
  21. Lee, J. E., & Han, Y. H. (2010). Effect of art infusion on consumer evaluation: Focusing on product types. Korean Journal of Consumer and Advertising Psychology, 11(4), 797-821. https://doi.org/10.21074/kjlcap.2010.11.4.797
  22. Lee, S. H., & Park, J. R. (2010). Effect of fashion brand's collaboration on customers. Journal of Korea Design Forum, 30, 233-243.
  23. Leem, J. H. (2008). Impact of emotional consumption values to art marketing on purchase intentions. Unpublished master's thesis, Sejong University, Seoul, Korea.
  24. Moon, S. E. (2010). Study on art collaboration in fashion design: Focused on the case analysis of domestic and overseas fashion brands. Unpublished master's thesis, Hongik University, Seoul, Korea.
  25. Park, H. H., Koo, Y. S., & Koo, D. M. (2006). The influence of consumer's shopping value on fashion product attribute evaluation and repurchase intention: Focused on casual wear purchase of university students. Journal of Korea Strategic Marketing Association, 14(3), 81-106.
  26. Park, J. K., & Li, B. (2010). A study on the effect of product brand image in the brand preference of Korean and Chinese customers. Journal of Management & Economics, 33(1), 39-63.
  27. Rhee, S. C., & Kim, S. H. (2009). A study on the collaboration of art and fashion brand: Focusing on 2008 S/S collection. Journal of the Korean Society of Design Culture, 15(3), 225-233.
  28. Rhee, S. C., & Lee, E. K. (2011). A study on characteristics of luxury brands' art marketing through flagship store: Concentrated on Luis Vuitton and Prada Shops. Journal of the Korean Society of Design Culture, 17(1), 400-412.
  29. Song, J. E. (2011). The effects of product evaluation on the different types of art marketing collaboration: The moderating role of consumer's emotional reaction. Unpublished master's thesis, Sookmyung Women's University, Seoul, Korea.
  30. Yoon, J. Y. (2007). The influence of art marketing on consumer's psychological and behavioral response: Focusing on fine art application. Unpublished master's thesis, Seoul National University, Seoul, Korea.

Cited by

  1. Analysis of determinants of purchasing experience and purchase intention of sports and art collaboration products vol.29, pp.2, 2015, https://doi.org/10.24985/kjss.2018.29.2.298